Optimal advertising when envisioning a product-harm crisis

Marketing Science

Volumn 30, Issue 6, 2011, Pages 1048-1065

  Rubel, Olivier ^a   Naik, Prasad A ^a   Srinivasan, Shuba ^b  

^a UNIVERSITY OF CALIFORNIA   (United States)

^b BOSTON UNIVERSITY   (United States)

Author keywords

Ford explorer rollover; Kalman filter; Optimal advertising; Product harm crisis; Random stopping time problem; Stochastic optimal control

Indexed keywords

EID: 83455200303     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1110.0679     Document Type: Article

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